Dentsu Aegis Network has acquired majority stake in Ugam, an India-based data and analytics firm, which services both B2B and B2C clients. As part of the deal, Ugam will be integrated into Dentsu’s brand Merkle, a performance marketing agency. Merkle plans to use Ugam’s existing frameworks and tools to optimize Merkle and Dentus’s analytics business and capabilities.

“Ugam is vital to the execution of Merkle’s multi-year analytics strategy of creating a scaled on- and offshore shared analytics service across Dentsu Aegis Network.” said Craig Dempster, president, Merkle Americas. “With its experienced management team, highly-educated workforce, scale, and vertical market expertise, Ugam will bring high-end analytics capabilities, along with a broad spectrum of analytical decision support. Their focus on the US market and Fortune 500 companies will create many synergies and strengthen our existing relationships, opening opportunities for each of our client portfolios.”

Using Ugam’s set of solutions, Dentsu and Merkle will aim to offer improved and scaled analytics-based services within M1, Dentus’s people-based insights, planning, activation, and measurement platform. Ugam, now considered a Merkle Company, will be managed by Sunil Mirani, co-founder and chief executive officer, who will report to Craig Dempster, president, Merkle Americas. According to Ugam, the acquisition will not affect any other leadership positions or the chain of command.

Sunil Mirani, co-founder and chief executive officer, Ugam said: “We have found the perfect partner in Merkle. We complement each other’s strengths, with Ugam bringing advanced analytics capabilities at scale, and Merkle bringing a diverse client base with a largely in-country presence. Most importantly, the cultural fit was evident from day one, and the effects will be immensely positive for all our stakeholders – customers, employees, and shareholders. This deal marks a significant milestone in Ugam’s journey, and I look forward to this new phase with renewed vigor.”

“The US marketing and media analytics industry is growing increasingly competitive, diverse and global. With artificial intelligence and machine learning entering the mainstream, the range of services required to maintain and extend growth requires both complexity of services and efficiency of delivery,” said Alex Yoder, executive vice president, analytics for Merkle. “As the analytics business becomes increasingly commoditized, the pressure to expand capabilities into predictive and prescriptive methodologies simultaneously intensifies. Merkle’s majority stake in Ugam and its resulting enhanced scale and capabilities will be instrumental as we scale to effectively compete with top analytic consulting firms over the next three to five years.”

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The Adschain Consortium aims to apply blockchain technology, based on Ethereum, on industry transactions in order to bring more transparency for stakeholders within the programmatic supply chain, where online ad fraud is estimated to cost the industry $17bn a year.

The alliance’s project – inspired by recent efforts to standardise the industry, such as ads.txt – seeks to address persistent industry concerns around the increasing number of intermediaries in between the publisher and the advertiser in the supply chain. The initiative will leverage blockchain to bring more security to the programmatic supply chain by making each impression transaction transparent.

With the implementation, advertisers can declare a list of authorised buyers and publishers can also communicate an official list of authorised resellers. Authorised agents can automate reference to the open ledger before any transaction to validate its legitimacy. Both supply-side and demand-side platforms will have access to the same information in order to eliminate unauthorised sellers and buyers in the supply chain.

The Adschain Consortium is currently selecting advertisers for test campaigns. The group is encouraging more active contributors and membership from across the online advertising supply chain.

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Headquartered in the UK with offices across Europe, the USA and APAC, B2B International provides bespoke market research solutions for a variety of global clients, including 600 of the worlds largest blue-chip companies. It has carried out more than 3,000 B2B market research projects globally in every industry vertical, and boasts powerful cross-industry experience.

“The rapid speed at which the marketing landscape is changing demands world-leading insight-led creative communications capable of helping B2B clients win in every industry sector,” said Nick Hague, founder and chairman of B2B International. “We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence.”

The addition of B2B International further enhances Gyros offering to create ideas that are relevant for its global roster of clients, which includes HP, Vodafone, eBay, Google and Danone. The agency, which launched in 1981, was acquired by Dentsu Aegis Network in 2016 and has 17 offices worldwide.

“Were really excited to be joining forces with B2B International – a company we have long admired – at a time when the business-to-business space is growing fast and becoming more sophisticated than ever,” said Kate Howe, CEO of Gyro UK. “The combination of our highly complementary services will create an unrivalled end-to-end marketing powerhouse for B2B brands, delivering greater value to our clients and continuing our trend to innovate in the market.”

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The acquisition will provide Dentsu Aegis with additional expertise in live event management, and enable the groups clients to take a more unified approach to combining digital marketing with attention-grabbing experiences. In addition to action as YouTubes global partner for the YouTube FanFest, Branded organises Its A Girl Thing, Tencent Music Connects and Sports Connects.

“With the heavy disruption of the advertising model for brand building, the ability to reach live audiences carries increasing value,” said Nick Waters, CEO of Dentsu Aegis Network Asia Pacific. “As a result, lifestyle and experiential marketing is a strong growth segment in the region. Consumers will always be motivated by great content – sport, music, entertainment. Bringing Branded into our group will provide opportunities for our clients to develop strong marketing platforms from the live arena outwards, and enhance access to great talent.”

Jasper Donat, co-founder and CEO of Branded, will remain on in his current position, reporting to Sean OBrien, CEO of MKTG Asia Pacific. A 30-year veteran of the media and entertainment industry, Donat established Branded in 2002, and leads the companys offices in Singapore and Hong Kong.

“We are extremely proud and honoured to be joining Dentsu Aegis Network,” said Donat. “This is an exciting new chapter in Brandeds amazing 16-year journey. Brands are demanding more powerful and creative live opportunities to meet their consumers face-to-face. Integrating with MKTG gives Branded access to an immense client network and a genuine opportunity to expand and realise our global ambition as a producer of some of the worlds best known B2B and B2C live media events. I am also thrilled that his enables the development of new skills and career opportunities for the team that matters.”

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On the back of the acquisition, Whitespace’s 65-person team will become part of Dentsu Aegis’ northern operations – which employs 640 people across Manchester, Leeds, Edinburgh, and Newcastle. This team will boost Dentsu Aegis with specialisation in brand strategy, digital production, content, and integrated campaigns across mobile, augmented reality, and virtual reality.

“As consumers continue to demand better brand experiences, disruptive creativity becomes a strategic imperative,” said Rachel McDonald, managing director at Dentsu Aegis Network North. “As such, I’m excited to welcome Whitespace to Dentsu Aegis Network – their hugely talented team and thriving culture truly stands out. Scotland remains strategically important for us, and this substantial investment underlines that.”

Founded in 1997, Whitespace’s joint managing partners, Iain Valentine and Phillip Lockwood-Holmes, will continue to lead the business with all current management and employees remaining at the firm’s Edinburgh headquarters.

“We are incredibly proud of the agency we have built, our talented team and our growth over the years,” said Valentine. “We have always carved our own path and innovated at pace, joining Dentsu Aegis Network is a natural next step in this journey. We believe that great creative and communication is built on data-driven customer insight, being part of Dentsu Aegis Network will allow us to leverage the most advanced media planning and performance marketing techniques to drive success for our clients.”

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The partnership is aimed at providing Dentsu Aegis clients with the ability to reach marketing targets across comScore 200 publishers. It will enable marketers to use the people-based research and targeting platform developed by Dentsu Aegis subsidiary Merkle.

Dentsu Aegis clients will be able to plan, buy, and measure campaigns via private marketplaces rather than using broadly defined audience segments.  

“Index’s transparent and nearly latent-less technology along with their established premium publisher relationships allows us to activate 1:1 targeting capabilities for our clients in a way that’s never been done before,” said Gerry Bavaro, global chief strategy officer for M1.

M1 has a database of 242m US internet users which can be targeted. Each individual anonymised ID has insights on more than 1,000 demographic, behavioural and motivational attributes.

Conde Nast is the launch partner with more publishers set to join the initiative throughout the year.

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Starcom UK refreshes senior leadership team with a promotion and an appointment
Starcom Worldwide has announced that Elliott Millard is being promoted to managing partner and head of planning for its UK team, and that Kay Martin will be joining to take on his previous role as managing partner for clients. The two additions come following 12 months of rapid growth for Starcom UK, which has made major client wins including Visa, Puig, Kraft-Heinz and FCA.

Millard has spent six years at Starcom, successfully developing long-term business and communication strategies for key clients including Lidl, Airbnb, Fiat Chrysler and Samsung. In his new role, he will be responsible for all of UK planning, as well as ensuring that strategies are actionable, directive and translated into effective activation plans.

Martin re-joins the Publicis Groupe, having previously spent five years at Havas, and brings 13 years of media experience spanning sectors including finance, entertainment, food, telco, FMCG and leisure. She most recently led a team supporting marketing efforts at Domino’s Pizza, and has been involved in campaigns that have won industry awards from various sources including Cannes Lions, Brand Republic and Media Week.

“As Starcom continues its focus on creating experiences people love and actions brands need, we felt it was important to invest in the art of planning,” said Jodie Stranger, UK group chief executive and president of global network clients at Starcom. “Connecting our insights to smart strategies through to seamless activation, via instrumental planning, will lead to effective investment of our clients’ budgets. I am thrilled to have a talent such as Elliott focus on this craft within the agency, and to welcome Kay into our senior leadership team to lead our clients and teams with the credibility she brings.”

Todd Benedict tapped as chief revenue officer at Aki Technologies
‘Moment marketing’ company Aki Technologies is bringing Todd Benedict, formerly of Tapad, on board to serve as chief revenue officer for the firm. The appointment follows rapid growth at Aki, which has seen revenues triple from 2016 to 2017, recently appointed Orr Orenstein as chief operating officer and is currently expanding its sales team.

Benedict brings two decades of digital advertising leadership to his role, having previously served as chief revenue officer at Tapad, where he was responsible for leading data sales, media sales, customer success and ad operations. Prior to that, he was executive vice president at PlaceIQ, overseeing both customer success and sales teams. As chief revenue officer at Aki, he will be instrumental in helping brands and agencies realise the full potential of their mobile marketing investments through Aki’s AI-powered moment targeting and audience intelligence.

“At a time when brands are struggling to find the best way to approach mobile consumers, Aki’s moment marketing science offers a measurable competitive edge,” said Benedict. “With thoughtful and powerful technology, plus incredible grit and vision, there is simply no company better positioned to deliver the full value of mobile marketing right now that Aki Technologies. I’m thrilled to be in a position where I can help grow this company.”

360i names Piper Hickman as group creative director
Industry veteran Piper Hickman has been recruited by digital marketing agency 360i to serve as its group creative director. Alongside existing group creative director Alex Shulhafer, Hickman will lead creative for agency clients including Hanes and Champion, a firm she recently worked with to develop its ‘Dare To Be Champion’ brand campaign.

She joins 360i following an extensive freelance career that has included work at companies including Ogilvy, Havas Worldwide, JWT, McCann, The Barbarian Group and Wolf & Wilhelmine. Before her seven-year stint as a freelancer, she worked for a number of creative agencies including Spike/DDB, DDB New York, Mcgarrybowen and Saatchi & Saatchi.

“360i is consistently recognised as an agency that can adapt and stay ahead of the curve, so it’s great to be joining at this time,” said Hickman. “There’s a lot of momentum and potential right now. Alex is a tour de fource, and Menno [Kluin, chief creative officer at 360i] is someone who constantly pushes creative to the next level. I can’t wait to work with them.”

Series of executive promotions at Index Exchange aims to support growth
Global ad marketplace Index Exchange has unveiled a number of promotions among its executive team members designed to support the firm’s rapid expansion and projected growth for 2018. Alex Gardner, former senior vice president for partner development and long-time leader at Index is set to become chief revenue officer, while Will Doherty will move from vice president of business development to senior vice president of global marketplace development.

“Index has experienced incredible momentum over the past year, and our new leadership structure strategically positions our team to meet and exceed the needs of publishers,” said Andrew Casale, president and CEO of Index Exchange. “Over 200 new employees will join us globally over the course of 2018, and these promotions will allow our team to provide greater global insight and the highest level of service. Alex and Will’s combined experience and breadth of knowledge will continue to positively impact our publisher and buyer partners along with the industry at large.”

In addition to the promotions of Gardner and Doherty, James Prudhomme has been promoted from managing director for EMEA to head of international, where he’ll over see the scaling of Index operations outside of North America, including its newest offices in Sydney and Dusseldorf. Gardner, Doherty and Prudhomme, along with the newly appointed sales and services leaders, will all oversee the success and growth of Index’s global publisher and buyer partnerships.

Hutt and Bell promoted to new roles at Gyro
Dentsu Aegis-owned B2B creative agency Gyro has elevated Paul Hutt and Laura Bell to new leadership roles at the firm, with Hutt taking on the position of chief growth officer, and Bell becoming client services director for Gyro APAC. Hutt most recently served as head of media and client services for Gyro APAC, while Bell has held various positions at Gyro APAC since joining five years ago.

“Laura has proven that she has a powerful ability to team with clients to help them reach all of their goals while at the same time strengthening the relationship,” said Kieran Vye, managing director of Gyro APAC. “Her positive attitude in the face of challenges is a valuable asset to have in the team as she continues to find emotionally relevant solutions for our clients.

“Paul proved during his time as client service director that he can work across the full scope of services that we, as a fully integrated B2B business, provide for our clients – working with media, channel, creative and digital capabilities across the region. He is ready to succeed at a much higher level.”

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The Advertiser Protection Bureau (APB) includes representation from agencies including Dentsu Aegis Network, GroupM, Havas Media, Horizon Media, IPG Mediabrands, MDC Partners, Omnicom Media Group, and Publicis Media.

These companies will work together to prevent ads from appearing in unsafe environments – whether those ads are from their network or not – with the aim of achieving ‘Advertising Assurance’, which is what the 4A’s calls is efforts to enforce trusting environments for brands and consumers to coexist in.

“There has been a lot of discussion around brand safety,” said Marla Kaplowitz, president and CEO of the 4A’s. “What’s unique about Advertising Assurance is that it evolves that discussion to a more holistic view of what our responsibility is to consumers, to brands and to each other because advertising assurance can’t happen if we’re not communicating with each other and working together.”

The formation of the APB is the 4A’s first step of Advertising Assurance initiative. The Association will also develop a risk management module, create a code of decency, and educate the ecosystem as it strives to prevent brands from appearing in unsafe environments.

“When it comes to brand and consumer safety, media agencies have to put competition aside,” said Louis Jones, EVP of media & data at the 4A’s. “Brand safety and the negative impact it has on consumer trust is an issue that affects everyone. APB is our first step in breaking down the silos to create a united community that protects the health of all brands, while keeping consumers safe, too. Of course, this isn’t just an agency conversation; our industry has to have active participation from brands and publishers to be successful in improving the litany of issues around this topic. We look forward to working collaboratively with our industry partners to create effective solutions.”

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OpenX
Programmatic ad firm OpenX has appointed Paul Ryan as Chief Technology Officer, leading a global team of over 250 engineers and data scientists.

Ryan joins from mobile search company Zowdow, which he founded. He served as Zowdow’s CTO, a role he has also held at Yellow Pages Group, Velocify, and Overture, where he worked on the foundations of the modern programmatic marketplace.

“OpenX is at its core a technology company, built on innovative and disruptive technologies that will shape the future of consumer engagement,” Ryan said. “I’m incredibly excited by the opportunity and the challenge to build upon our decade of innovations as we now engineer the industry for a mobile and video-first world.”

Wunderman
WPP-owned digital agency Wunderman London has appointed a new CEO, as it reshuffles its management line-up.

Pip Hulbert has been promoted to the position of CEO from chief operating officer, in recognition of her work in landing CRM accounts from BT/EE and Shell. In her new role, Hulbert will report to Stephan Pretorius, who was himself promoted to CEO of Wunderman Group UK last month.

Elsewhere, chief strategy officer Richard Dunn is stepping into the role of chairman; and Ian Haworth has been promoted to chief creative officer, passing his former role of executive creative director to Abi Ellis, joining from Cult.

“This is an exciting time for Wunderman London, with a year of solid growth, strategic acquisitions and partnerships placing us in a unique position to deliver the services businesses need to succeed in today’s digital economy,” said Pretorius. “By strengthening our core leadership team, and by appointing Abi, who brings with her industry-leading creative experience, we are well placed to deliver deep business transformation to clients, old and new.”

Dentsu Aegis
Tracy De Groose is stepping down from her role as CEO of Dentsu Aegis Network in the UK & Ireland, after four years in the role.

Her replacement has yet to be announced, but the network’s EMEA CEO Giulio Malegori will help to manage the transition of responsibilities to De Groose’s successor.

“After eight wonderful years at Dentsu Aegis, I have decided that now is the right time to step down,” said De Groose. “I have loved every moment of working with this incredibly talented team of people and I am extremely proud of everything that we have achieved. Together we have transformed this business, nearly doubled its revenue, and welcomed new agencies and colleagues into the family.”

Accenture
Nikki Mendonça is joining Accenture as its president of intelligent marketing operations.

Mendonça will start in the role early next year, and lead Accenture’s operations business going forward.

She joins from OMD Worldwide, where she held the role of EMEA president, and has 25 years of marketing experience including management roles at Capital Radio and Leo Burnett.

“My passion is helping clients create highly personalized and engaging customer journeys that improve their marketing performance and grow their business,” said Mendonça. “I am very excited to join Accenture, a global leader in digital marketing services, and look forward to leading a talented team whose mission is to help clients transform their marketing performance to achieve new growth and success in a digital-first world.”

DigitalBridge
Manchester-based Mixed Reality tech start-up DigitalBridge has appointed Illaria Gori as its new head of research.

Gori was formerly lead data scientist at Innovative Technology. She will lead the computer vision and machine learning research team at DigitalBridge, helping it continue to develop its room visualisation technology, which enables customers to see how furniture will look in their home before making a purchase

“I’ve always loved working with innovative companies who bring solutions to the market that nobody else has thought of,” said Gori. “I can’t wait to contribute to the ongoing success of DigitalBridge and help to push the boundaries of what we can make this exciting technology do.”

TabMo
TabMo has recruited Sophie Plenert as agency sales manager for its mobile DSP Hawk.

Plenert joins from mobile monetisation company Mozoo, where she worked with Group M’s agencies.

“As well as a thorough knowledge of the mobile advertising landscape, Sophie brings the right blend of creativity and programmatic knowledge to complement TabMo’s offering,” says TabMo UK MD Chris Childs. “She has strong agency contacts and a consultative approach that has endeared her to the clients with whom she works.”

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De Groose is a key industry figure, having served as UK chief executive of Carat and managing director of Naked Communications. She is an executive member of Women in Advertising and Commucations, London (WACL), a networking organsiation that aims to accelerate gender equality in the industry, and while at Dentsu Aegis, she has overseen a number of projects aimed at fostering diversity and equality.

During her leadership period at Dentsu Aegis Network, the group has hit more than £1bn in annual UK billings and brought a number of new high-profile clients onboard, including winning Mondelezs £40m UK media account in 2015 and gaining the governments £140m media-buying contract in 2014.

She has also expanded the firms UK presence considerably, overseeing the acquisition of Fetch in 2014 and John Brown Publishing in 2015, among others.

Dentsu Aegis Network is the worlds third largest media buyer, and in the UK it manages around one sixth of all media billings, placing it roughly in joint second place alongside Publicis Media and Omnicom Media Group.

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